You don’t need big marketing budgets to make magic
Following her first term as a jury member in the FM AdFocus Awards, Nontokozo Madonsela, Group CMO: Momentum Metropolitan Holdings, reflects on what it takes to make magic in tough economic times
It is a fact that marketing budgets continue to be under pressure, particularly at present with low economic growth. They are the softest of targets when executives look to cut costs.
This is compounded by the increasing fragmentation of the market, which requires brands to be present on more platforms than the traditional ones. This leads us to think that we need more money to deliver great work and reach more consumers, who themselves are increasingly platform agnostic as far as the media they consume is concerned...